Vinaphone Text Campaign

By: Bianca Bartz - Published: Apr 26, 2008 • References: adsoftheworld
I have to admit I was a little disappointed when I saw that these were exercising thumbs and not hyperactive cartoon bananas. The fact that these are thumbs though is a crucial part of the campaign's message.

The three-part ad campaign for Vinaphone is meant to promote its ultra-cheap text messaging service and includes a series of images with the tag line, "With just 200 dong per message, your thumb better be ready."

One features a girl thumb jumping rope in a gym, clad in a cheerleader-type outfit and a look of total disappointment on her face. A second features a pooped out thumb, sweating on a treadmill and a third image shows a thumb lifting weights.

The ads were created by Saatchi and Saatchi, Vietnam, hence the reference to dong which is the currency in Vietnam. Stats for Cartoon Thumb Fitness Trending: Older & Average
Research: 5,754 clicks in 421 w
Interest: 4 minutes
Concept: Cartoon Thumb Fitness
Related: 48 examples / 37 photos
Segment: Neutral, 18-55
Comparison Set: 18 similar articles, including: wooden grid control centers, travelling journey timepieces, and top 30 fitness innovations in may.